Strategic Digital Marketing

The rise of digital media and digital marketing cannot be ignored; it is arguably the biggest change in the business landscape in the past 10 years. The purpose of this session is to challenge current marketing and digital marketing practice and to consider whether it is merely a fad or a business activity that cannot be ignored. The session aims to help answer the question – is digital marketing at best a tactical tool or can it help drive strategic direction? The vehicle used will be key industry statistics that challenge current perception.

The session deals with the following:

• Does digital matter – a fleeting trend or fundamental shift? A look into current industry perceptions.
• A review of strategic marketing frameworks and reflections on where digital marketing fits best.
• A case study of how an SME shifted the focus of digital marketing and the impacts this has had upon overall firm performance and processes.

Talk Given By:

• David Norris

  David Norris is Head of Department for Leadership, Accounting and Marketing at YorkSt JohnBusinessSchool. Before working at YorkSt JohnUniversity, David worked at TeessideUniversity for over 7 years, where he was Subject Group Leader for Marketing and Strategy. Prior to working in academia David developed his own marketing consultancy firm and worked with a range of…